Peaks & Plains Housing Trust

How do you create a new personality, whilst keeping the familiarity of an existing brand?

Top performing housing trust, Cheshire Peaks & Plains chose to celebrate five years in business with a name change to Peaks & Plains Housing Trust and a brand refresh that would better position themselves going forward for the next five years.

PITCH&CO were commissioned to regenerate the Peaks & Plains brand image, write a set of brand guidelines and implement the new identity across a number of deliverables including; stationery, promotional print and corporate giveaways.

The new brand image purposely retains the familiarity of the existing brand, keeping the leaf and the roundel shape as an icon, but removing the outer border reducing the number of colours used. A new font was recommended, Giovanni was selected to reflect the trusted nature of the business and the ampersand was adapted with a hand drawn leaf on the tail to mirror the icon. A secondary colour palette was developed to punctuate and create differentiation in promotional literature and print. The leaf and roundel shape of the graphic icon are also now used to form landscape icons and bring creativity to documents and stationery.